Success Story: AT&T



The Challenge

AT&T sought to integrate branding of all US Cingular Wireless sites using the familiar blue globe. But virtually every sign was unique and would have to be tailored to its specific dealer location.

Also, during this time, AT&T partnered with Apple to introduce the iPhone—an exclusive product release that added further urgency to an already accelerated schedule.

The Solution

Icon had a longtime record of success with this client, first in the original Cingular brand rollout and later in a major conversion program associated with their acquisition of AT&T Wireless.

In this, its third major program for the client, Icon was assigned 350 sites. We immediately began establishing teams to

Icon worked closely with the AT&T program-management firm and project engineers to complete the program within the target time frame and ensure maximum efficiency of scale.

The Result

The new AT&T achieved its brand-visibility and consistency goals in time to gain maximum benefit from the iPhone launch.

Icon completed the entire program within budget and ahead of schedule—which earned our team a performance bonus and further solidified our well-earned reputation as a partner AT&T can continue to count on.

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